Bidirectional bridge for web view

ABSTRACT

A bidirectional bridge for web view is a technical solution to an engineering challenge associated with presenting external content in a web view. A bidirectional bridge for web view facilitates bidirectional communication between the web view included in the messaging client and the messaging client itself. In response to a user action requesting a web page to be loaded in the web view, the bidirectional bridge initiates a request to messaging client to retrieve external content, receives the requested external content from the messaging client, and displays an image representing the external content in the web view as part of the web page.

CLAIM OF PRIORITY

This application is a continuation of U.S. patent application Ser. No.17/249,191, filed on Feb. 23, 2021, which claims the benefit of priorityto U.S. Provisional Application Ser. No. 62/705,093, filed on Jun. 10,2020, each of which are incorporated herein by reference in theirentireties.

TECHNICAL FIELD

The present disclosure relates generally to facilitating interactionsbetween a messaging client and third-party resources.

BACKGROUND

The popularity of computer-implemented programs that permit users toaccess and interact with content and other users online continues togrow. Various computer-implemented applications exist that permit usersto share content with other users through messaging clients. Some ofsuch computer-implemented applications, termed apps, are installeddirectly onto a mobile device such as a phone, a tablet, or a wearabledevice. An app may have a backend service provided on a server computersystem to perform operations that may require resources greater than isreasonable to perform at a client device (e.g., storing large amounts ofdata or performing computationally expensive processing). For example, amessaging client and the associated messaging server system may beconfigured to permit online users to share content. A messaging clientmay be configured to contain an embedded web browser, termed a web view,which is a view that displays web pages from within the messagingclient. A web view, which allows embedding web pages in the specificenvironment of an app, can be used for web pages that do not includethird party links that trigger HTTP (Hypertext Transfer Protocol)requests, in order to avoid or minimize disruption to the user'sexperience within the app.

BRIEF DESCRIPTION OF THE SEVERAL VIEWS OF THE DRAWINGS

In the drawings, which are not necessarily drawn to scale, like numeralsmay describe similar components in different views. To easily identifythe discussion of any particular element or act, the most significantdigit or digits in a reference number refer to the figure number inwhich that element is first introduced. Some embodiments are illustratedby way of example, and not limitation, in the figures of theaccompanying drawings in which:

FIG. 1 is a diagrammatic representation of a networked environment inwhich a developer tools system may be deployed, in accordance with someexamples.

FIG. 2 is a diagrammatic representation of a messaging system, inaccordance with some examples, that has both client-side and server-sidefunctionality.

FIG. 3 is a diagrammatic representation of a data structure asmaintained in a database, in accordance with some examples.

FIG. 4 is a diagrammatic representation of a message, in accordance withsome examples.

FIG. 5 is a flowchart for an access-limiting process, in accordance withsome examples.

FIG. 6 is a flowchart illustrating the use of a bidirectional bridge forweb view, in accordance with some examples.

FIG. 7 is an example diagram illustrating display of external content ina web view included in a messaging client, which results from engaging abidirectional bridge for web view.

FIG. 8 is a diagrammatic representation of a machine in the form of acomputer system within which a set of instructions may be executed forcausing the machine to perform any one or more of the methodologiesdiscussed herein, in accordance with some examples.

DETAILED DESCRIPTION

An example messaging system, which is described in detail further below,permits users to interact online with other users, as well as share anddiscover content. Various functionality of the messaging system can beaccessed via an app, such as a messaging client provided by themessaging system, which is designed to run on a mobile device such as aphone, a tablet, or a wearable device. The messaging client thatincludes an embedded browser, called a web view, allows third partypublishers to provide their web content to the users of the messagingclient. As mentioned above, it may be undesirable to use external inksthat trigger HTTP requests in a web page rendered by a web view, becauseactivating an external link may disrupt the user's experience within themessaging client by launching another, independent app or a mobile webbrowser. Including into a web page a link that triggers an HTTP requestis a means of displaying within the web page external content (contentthat is external with respect to the web page provider, such as anadvertisement).

The technical problem of displaying external content in a web pagepresented in a web view is addressed by including, into the web page, abidirectional bridge that facilitates bidirectional communicationbetween the web view included in the messaging client and the messagingclient itself. The bidirectional bridge facilitates bidirectionalcommunication between the web view and an external content component ofthe messaging client provided at a client device. The external contentcomponent of the messaging client is configured to retrieve externalcontent, such as, for example, advertisements, from a third party serversystem or from a server that is part of the messaging system. Theexternal content component of the messaging client retrieves externalcontent in response to a request for external content or, for example,in response to an event interpreted as a request for external content.

An example process of engaging a bidirectional bridge that results inpresentation of external content as part of a web page displayed in aweb view of the messaging client is described below. The processcommences in response to a user action (e.g., a tap or a swipe or anyother predetermined gesture) requesting a web page to be loaded in theweb view.

Provided the web page includes a placeholder for external content(termed a slot), the bidirectional bridge initiates a request, directedto the external content component of the messaging client, to retrieveexternal content. The external content component, after determining thatthe external content is available, obtains the external content from anexternal content server (or from cache if the requested external contenthas been previously cached). The web view receives the external contentobtained by the external content component, places an image or a videorepresenting the external content into the placeholder for externalcontent in the document object model (DOM) representing the web page,and includes in the DOM an event handler for the image representing theexternal content. An image or a video representing the external content,when presented as part of the web page, may be referred to merely asexternal content. Furthermore, it will be understood that, while thisdescription may refer to an image representing the external content, theexternal content can also be represented by a video. An event handlerfor the image representing the external content can be configured tocause a certain operation to be performed in the messaging client inresponse to a certain event. For example, an event handler may beconfigured to launch a digital distribution functionality, in themessaging client, in response to a detecting a tap on the image or videorepresenting the external content. An example diagram illustratingdisplay of external content in a web view included in the messagingclient, which results from engaging a bidirectional bridge, is shown inFIG. 7 , which is described further below.

When a user taps on or otherwise engages the image representing theexternal content, the bidirectional bridge notifies the external contentcomponent to activate the external content. For example, where the imagerepresenting the external content is associated with an install optionfor a further app, when a user taps on or otherwise engages the imagerepresenting an install option for a further app, the bidirectionalbridge causes launching, in the messaging client, an associated digitaldistribution app that can be used to install the further app at theclient device. The bidirectional bridge is also configured to monitorand log impressions of the external content displayed in the web view ofthe messaging client and, also monitor and log user interactions withthe external content displayed in the web view of the messaging client.

In some examples, a bidirectional bridge is constructed utilizing ascripting language, such as, for example, JavaScript™, which can beautomatically injected into a web page that is designated forpresentation in a web view included in the messaging client using asoftware developer kit (SDK) provided by the messaging system. SDKs areprovided in the messaging system by a developer tools server, which isdescribed below with reference to FIG. 1 . A web page that includes abidirectional bridge and, as a result, can display dynamic externalcontent in a web view within the messaging client is referred to, forthe purposes of this description, as an external content enabled webpage.

Networked Computing Environment

FIG. 1 is a block diagram showing an example messaging server system 100for exchanging data (e.g., messages and associated content) over anetwork. The messaging server system 100 includes multiple instances ofa client device 102, each of which hosts a number of applications,including a messaging client 104 and a third party app 103. The thirdparty app 103 is configured to permit users to access functionalityprovided by a third party system 130. Each messaging client 104 iscommunicatively coupled to other instances of the messaging client 104and a messaging server system 108 via a network 106 (e.g., theInternet).

A messaging client 104 is able to communicate and exchange data withanother messaging client 104 and with the messaging server system 108via the network 106. The data exchanged between messaging client 104,and between a messaging client 104 and the messaging server system 108,includes functions (e.g., commands to invoke functions) as well aspayload data (e.g., text, audio, video or other multimedia data). Amessaging client 104 includes an embedded browser, a web view, whichallows third party publishers to provide their web pages to the usersfrom within a messaging client 104. A messaging client 104 also includesan external content component, which is configured to retrieve externalcontent, such as, for example, advertisements, from a third party serversystem or from a server that is part of the messaging system. Theexternal content component of a messaging client 104 retrieves externalcontent in response to a request for external content or, for example,in response to an event interpreted as a request for external content.

The messaging server system 108 provides server-side functionality viathe network 106 to a particular messaging client 104. While certainfunctions of the messaging server system 100 are described herein asbeing performed by either a messaging client 104 or by the messagingserver system 108, the location of certain functionality either withinthe messaging client 104 or the messaging server system 108 may be adesign choice. For example, it may be technically preferable toinitially deploy certain technology and functionality within themessaging server system 108 but to later migrate this technology andfunctionality to the messaging client 104 where a client device 102 hassufficient processing capacity.

The messaging server system 108 supports various services and operationsthat are provided to the messaging client 104. Such operations includetransmitting data to, receiving data from, and processing data generatedby the messaging client 104. This data may include message content,client device information, geolocation information, media augmentationand overlays, message content persistence conditions, social networkinformation, and live event information, as examples. Data exchangeswithin the messaging server system 100 are invoked and controlledthrough functions available via user interfaces (UIs) of the messagingclient 104.

Turning now specifically to the messaging server system 108, anApplication Program Interface (API) server 110 is coupled to, andprovides a programmatic interface to, application servers 112. Theapplication servers 112 are communicatively coupled to a database server118, which facilitates access to a database 120. A web server 124 iscoupled to the application servers 112 and provides web-based interfacesto the application servers 112. To this end, the web server 124processes incoming network requests over the Hypertext Transfer Protocol(HTTP) and several other related protocols. The database 120 stores dataassociated with messages processed by the application servers 112, suchas, e.g., profile data about a particular entity. Where the entity is anindividual, the profile data includes, for example, a user name,notification and privacy settings, as well as self-reported age of theuser and records related to changes made by the user to their profiledata.

The Application Program Interface (API) server 110 receives andtransmits message data (e.g., commands and message payloads) between theclient device 102 and the application servers 112. Specifically, theApplication Program Interface (API) server 110 provides a set ofinterfaces (e.g., routines and protocols) that can be called or queriedby the messaging client 104 in order to invoke functionality of theapplication servers 112. The Application Program Interface (API) server110 exposes various functions supported by the application servers 112,including account registration, login functionality, the sending ofmessages, via the application servers 112, from a particular messagingclient 104 to another messaging client 104, the sending of media files(e.g., images or video) from a messaging client 104 to a messagingserver 114, and for possible access by another messaging client 104,opening an application event (e.g., relating to the messaging client104), as well as various functions supported by developer tools providedby the messaging server system 108 for use by third party computersystems.

The application servers 112 host a number of server applications andsubsystems, including for example a messaging server 114, an imageprocessing server 116, and a social network server 122. The messagingserver 114 implements a number of message processing technologies andfunctions, particularly related to the aggregation and other processingof content (e.g., textual and multimedia content) included in messagesreceived from multiple instances of the messaging client 104. The imageprocessing server 116 that is dedicated to performing various imageprocessing operations, typically with respect to images or video withinthe payload of a message sent from or received at the messaging server114. The social network server 122 supports various social networkingfunctions and services and makes these functions and services availableto the messaging server 114.

Also shown in FIG. 1 is a developer tools server 117. The developertools server 117 maintains one or more software developer kits (SDKs)that permit users to integrate some of the features provided with themessaging server system across their app (an app developed by the user).In one embodiment, an SDK maintained by the developer tools server 117permits third-party publishers to designate web pages that are to beavailable for displaying in the web view of the messaging client 104.The SDK maintained by the developer tools server 117 is configured toinject, into the web page, the bidirectional bridge that facilitatesbidirectional communication between the web view of the messaging client104 and the messaging client 104, and, also, web page componentsdesignating one or more slots in the web page for external content. Thebidirectional bridge is configured to determine whether one or moreslots for external content is present in the web page, and is configuredto cause interaction between the web view and the messaging client 104that can result in requesting, obtaining, and receiving external contentand displaying it in the web view as part of the web page. The messagingclient 104 is configured to detect a request via the bidirectionalbridge for external content from the web view, obtain external content,and provide the obtained external content, via the bidirectional bridge,to the web view for presentation in the web view as part of the webpage.

The functionality provided by the developer tools server 117 can beaccessed from third party computer systems via a developer portal, whichmay be accessed via a web browser. A developer portal that providesthird party computer systems (e.g., the third party system 130) accessto the functionality provided by the developer tools server 117, in someexamples, can be downloaded to a third party computer system, in whichcase it may not require the use of a web browser. The third party system130 is shown to include a developer portal 132.

System Architecture

FIG. 2 is a block diagram illustrating further details regarding themessaging system 100, according to some examples. Specifically, themessaging system 100 is shown to comprise the messaging client 104, thedeveloper portal 132, and the application servers 112. The messagingsystem 100 embodies a number of subsystems, which are supported on theclient-side by the messaging client 104 and/or the developer portal 132,and on the sever-side by the application servers 112. These subsystemsinclude, for example, an ephemeral timer system 202, a collectionmanagement system 204, and an augmentation system 206.

The ephemeral timer system 202 is responsible for enforcing thetemporary or time-limited access to content by the messaging client 104and the messaging server 114. The ephemeral timer system 202incorporates a number of timers that, based on duration and displayparameters associated with a message, or collection of messages (e.g., astory), selectively enable access (e.g., for presentation and display)to messages and associated content via the messaging client 104. Furtherdetails regarding the operation of the ephemeral timer system 202 areprovided below.

The collection management system 204 is responsible for managing sets orcollections of media (e.g., collections of text, image, video, and audiodata). A collection of content (e.g., messages, including images, video,text, and audio) may be organized into an “event gallery” or an “eventstory.” Such a collection may be made available for a specified timeperiod, such as the duration of an event to which the content relates.For example, content relating to a music concert may be made availableas a “story” for the duration of that music concert. In a furtherexample, a collection may include third party web pages that include abidirectional bridge configured to facilitate interaction between theweb view and the messaging client. The collection management system 204may also be responsible for publishing an icon that providesnotification of the existence of a particular collection to the userinterface of the messaging client 104.

The collection management system 204 furthermore includes a curationinterface 212 that allows a collection manager to manage and curate aparticular collection of content. For example, the curation interface212 enables an event organizer to curate a collection of contentrelating to a specific event (e.g., delete inappropriate content orredundant messages). Additionally, the collection management system 204employs machine vision (or image recognition technology) and contentrules to automatically curate a content collection. In certain examples,compensation may be paid to a user for the inclusion of user-generatedcontent into a collection. In such cases, the collection managementsystem 204 operates to automatically make payments to such users for theuse of their content.

The augmentation system 206 provides various functions that enable auser to augment (e.g., annotate or otherwise modify or edit) mediacontent, which may be associated with a message. For example, theaugmentation system 206 provides functions related to the generation andpublishing of media overlays for messages processed by the messagingsystem 100. The media overlays may be stored in the database 120 andaccessed through the database server 118.

In some examples, the augmentation system 206 is configured to provideaccess to AR components that can be implemented using a programminglanguage suitable for app development, such as, e.g., JavaScript or Javaand that are identified in the messaging server system by respective ARcomponent identifiers. An AR component may include or reference variousimage processing operations corresponding to an image modification,filter, media overlay, transformation, and the like. These imageprocessing operations can provide an interactive experience of areal-world environment, where objects, surfaces, backgrounds, lightingetc., captured by a digital image sensor or a camera, are enhanced bycomputer-generated perceptual information. In this context an ARcomponent comprises the collection of data, parameters, and other assetsneeded to apply a selected augmented reality experience to an image or avideo feed.

In some embodiments, an AR component includes modules configured tomodify or transform image data presented within a graphical userinterface (GUI) of a client device in some way. For example, complexadditions or transformations to the content images may be performedusing AR component data, such as adding rabbit ears to the head of aperson in a video clip, adding floating hearts with background coloringto a video clip, altering the proportions of a person's features withina video clip, or many numerous other such transformations. This includesboth real-time modifications that modify an image as it is capturedusing a camera associated with a client device and then displayed on ascreen of the client device with the AR component modifications, as wellas modifications to stored content, such as video clips in a gallerythat may be modified using AR components.

Various augmented reality functionality that may be provided by an ARcomponent include detection of objects (e.g. faces, hands, bodies, cats,dogs, surfaces, objects, etc.), tracking of such objects as they leave,enter, and move around the field of view in video frames, and themodification or transformation of such objects as they are tracked. Invarious embodiments, different methods for achieving suchtransformations may be used. For example, some embodiments may involvegenerating a 3D mesh model of the object or objects, and usingtransformations and animated textures of the model within the video toachieve the transformation. In other embodiments, tracking of points onan object may be used to place an image or texture, which may be twodimensional or three dimensional, at the tracked position. In stillfurther embodiments, neural network analysis of video frames may be usedto place images, models, or textures in content (e.g. images or framesof video). AR component data thus refers to both to the images, models,and textures used to create transformations in content, as well as toadditional modeling and analysis information needed to achieve suchtransformations with object detection, tracking, and placement.

The developer tools system 208 provides users with access to ARcomponents of a messaging system directly from a third party resource.The developer tools system 208 is also configured to permit athird-party publisher to designate web pages that are to be availablefor displaying in the web view of the messaging client 104.

Data Architecture

FIG. 3 is a schematic diagram illustrating data structures 300, whichmay be stored in the database 120 of the messaging server system 108,according to certain examples. While the content of the database 120 isshown to comprise a number of tables, it will be appreciated that thedata could be stored in other types of data structures (e.g., as anobject-oriented database).

The database 120 includes message data stored within a message table302. This message data includes, for any particular one message, atleast message sender data, message recipient (or receiver) data, and apayload. The payload of a message may include content generated from aweb page that is external content enabled. Further details regardinginformation that may be included in a message, and included within themessage data stored in the message table 302 is described below withreference to FIG. 4 .

An entity table 304 stores entity data, and is linked (e.g.,referentially) to an entity graph 306 and profile data 308. Entities forwhich records are maintained within the entity table 304 may includeindividuals, corporate entities, organizations, objects, places, events,and so forth. Regardless of entity type, any entity regarding which themessaging server system 108 stores data may be a recognized entity. Eachentity is provided with a unique identifier, as well as an entity typeidentifier (not shown).

The entity graph 306 stores information regarding relationships andassociations between entities. Such relationships may be social,professional (e.g., work at a common corporation or organization)interested-based or activity-based, merely for example. With referenceto the functionality provided by the AR component, the entity graph 306stores information that can be used, in cases where the AR component isconfigured to permit using a portrait image of a user other than that ofthe user controlling the associated client device for modifying thetarget media content object, to determine a further profile that isconnected to the profile representing the user controlling theassociated client device. As mentioned above, the portrait image of auser may be stored in a user profile representing the user in themessaging system.

The profile data 308 stores multiple types of profile data about aparticular entity. The profile data 308 may be selectively used andpresented to other users of the messaging system 100, based on privacysettings specified by a particular entity. Where the entity is anindividual, the profile data 308 includes, for example, a user name,telephone number, address, settings (e.g., notification and privacysettings), as well as a user-selected avatar representation (orcollection of such avatar representations). A particular user may thenselectively include one or more of these avatar representations withinthe content of messages communicated via the messaging system 100, andon map interfaces displayed by messaging clients 104 to other users. Thecollection of avatar representations may include “status avatars,” whichpresent a graphical representation of a status or activity that the usermay select to communicate at a particular time.

The database 120 also stores augmentation data in an augmentation table310. The augmentation data is associated with and applied to videos (forwhich data is stored in a video table 314) and images (for which data isstored in an image table 316). In some examples, the augmentation datais used by various AR components, including the AR component. An exampleof augmentation data is a target media content object, which may beassociated with an AR component and used to generate an AR experiencefor a user, as described above.

Another example of augmentation data is augmented reality (AR) toolsthat can be used in AR components to effectuate image transformations.Image transformations include real-time modifications, which modify animage (e.g., a video frame) as it is captured using a digital imagesensor of a client device 102. The modified image is displayed on ascreen of the client device 102 with the modifications. AR tools mayalso be used to apply modifications to stored content, such as videoclips or still images stored in a gallery. In a client device 102 withaccess to multiple AR tools, a user can apply different AR tools (e.g.,by engaging different AR components configured to utilize different ARtools) to a single video clip to see how the different AR tools wouldmodify the same video clip. For example, multiple AR tools that applydifferent pseudorandom movement models can be applied to the samecaptured content by selecting different AR tools for the same capturedcontent. Similarly, real-time video capture may be used with anillustrated modification to show how video images currently beingcaptured by a digital image sensor of a camera provided with a clientdevice 102 would modify the captured data. Such data may simply bedisplayed on the screen and not stored in memory, or the contentcaptured by digital image sensor may be recorded and stored in memorywith or without the modifications (or both). A messaging client 104 canbe configured to include a preview feature that can show howmodifications produced by different AR tools will look, within differentwindows in a display at the same time. This can, for example, permit auser to view multiple windows with different pseudorandom animationspresented on a display at the same time.

In some examples, when a particular modification is selected along withcontent to be transformed, elements to be transformed are identified bythe computing device, and then detected and tracked if they are presentin the frames of the video. The elements of the object are modifiedaccording to the request for modification, thus transforming the framesof the video stream. Transformation of frames of a video stream can beperformed by different methods for different kinds of transformation.For example, for transformations of frames mostly referring to changingforms of object's elements characteristic points for each element of anobject are calculated (e.g., using an Active Shape Model (ASM) or otherknown methods). Then, a mesh based on the characteristic points isgenerated for each of the at least one element of the object. This meshused in the following stage of tracking the elements of the object inthe video stream. In the process of tracking, the mentioned mesh foreach element is aligned with a position of each element. Then,additional points are generated on the mesh. A first set of first pointsis generated for each element based on a request for modification, and aset of second points is generated for each element based on the set offirst points and the request for modification. Then, the frames of thevideo stream can be transformed by modifying the elements of the objecton the basis of the sets of first and second points and the mesh. Insuch method, a background of the modified object can be changed ordistorted as well by tracking and modifying the background.

In some examples, transformations changing some areas of an object usingits elements can be performed by calculating characteristic points foreach element of an object and generating a mesh based on the calculatedcharacteristic points. Points are generated on the mesh, and thenvarious areas based on the points are generated. The elements of theobject are then tracked by aligning the area for each element with aposition for each of the at least one element, and properties of theareas can be modified based on the request for modification, thustransforming the frames of the video stream. Depending on the specificrequest for modification properties of the mentioned areas can betransformed in different ways. Such modifications may involve changingcolor of areas; removing at least some part of areas from the frames ofthe video stream; including one or more new objects into areas which arebased on a request for modification; and modifying or distorting theelements of an area or object. In various embodiments, any combinationof such modifications or other similar modifications may be used. Forcertain models to be animated, some characteristic points can beselected as control points to be used in determining the entirestate-space of options for the model animation.

A story table 312 stores data regarding collections of messages andassociated image, video, or audio data, which are compiled into acollection (e.g., a story or a gallery). The creation of a particularcollection may be initiated by a particular user (e.g., each user forwhich a record is maintained in the entity table 304). A user may createa “personal story” in the form of a collection of content that has beencreated and sent/broadcast by that user. To this end, the user interfaceof the messaging client 104 may include an icon that is user-selectableto enable a sending user to add specific content to his or her personalstory. In some examples, the story table 312 stores one or more imagesor videos that were created using the AR component.

A collection may also constitute a “live story,” which is a collectionof content from multiple users that is created manually, automatically,or using a combination of manual and automatic techniques. For example,a “live story” may constitute a curated stream of user-submitted contentfrom varies locations and events. Users whose client devices havelocation services enabled and are at a common location event at aparticular time may, for example, be presented with an option, via auser interface of the messaging client 104, to contribute content to aparticular live story. The live story may be identified to the user bythe messaging client 104, based on his or her location. The end resultis a “live story” told from a community perspective.

A further type of content collection is known as a “location story,”which enables a user whose client device 102 is located within aspecific geographic location (e.g., on a college or university campus)to contribute to a particular collection. In some examples, acontribution to a location story may require a second degree ofauthentication to verify that the end user belongs to a specificorganization or other entity (e.g., is a student on the universitycampus).

As mentioned above, the video table 314 stores video data that, in oneexample, is associated with messages for which records are maintainedwithin the message table 302. Similarly, the image table 316 storesimage data associated with messages for which message data is stored inthe entity table 304. The entity table 304 may associate variousaugmentations from the augmentation table 310 with various images andvideos stored in the image table 316 and the video table 314.

Data Communications Architecture

FIG. 4 is a schematic diagram illustrating a structure of a message 400,according to some examples, generated by a messaging client 104 forcommunication to a further messaging client 104 or the messaging server114. The content of a particular message 400 is used to populate themessage table 302 stored within the database 120, accessible by themessaging server 114. Similarly, the content of a message 400 is storedin memory as “in-transit” or “in-flight” data of the client device 102or the application servers 112. The content of a message 400, in someexamples, includes an image or a video that was created using the ARcomponent. A message 400 is shown to include the following examplecomponents:

-   -   message identifier 402: a unique identifier that identifies the        message 400.    -   message text payload 404: text, to be generated by a user via a        user interface of the client device 102, and that is included in        the message 400.    -   message image payload 406: image data, captured by a camera        component of a client device 102 or retrieved from a memory        component of a client device 102, and that is included in the        message 400. Image data for a sent or received message 400 may        be stored in the image table 316. Image data for a sent or        received message 400, in some examples, is an image of a web        page that is external content enabled.    -   message video payload 408: video data, captured by a camera        component or retrieved from a memory component of the client        device 102, and that is included in the message 400. Video data        for a sent or received message 400 may be stored in the video        table 314.    -   message audio payload 410: audio data, captured by a microphone        or retrieved from a memory component of the client device 102,        and that is included in the message 400.    -   message augmentation data 412: augmentation data (e.g., filters,        stickers, or other annotations or enhancements) that represents        augmentations to be applied to message image payload 406,        message video payload 408, message audio payload 410 of the        message 400. Augmentation data for a sent or received message        400 may be stored in the augmentation table 310.    -   message duration parameter 414: parameter value indicating, in        seconds, the amount of time for which content of the message        (e.g., the message image payload 406, message video payload 408,        message audio payload 410) is to be presented or made accessible        to a user via the messaging client 104.    -   message geolocation parameter 416: geolocation data (e.g.,        latitudinal and longitudinal coordinates) associated with the        content payload of the message. Multiple message geolocation        parameter 416 values may be included in the payload, each of        these parameter values being associated with respect to content        items included in the content (e.g., a specific image into        within the message image payload 406, or a specific video in the        message video payload 408).    -   message story identifier 418: identifier values identifying one        or more content collections (e.g., “stories” identified in the        story table 312) with which a particular content item in the        message image payload 406 of the message 400 is associated. For        example, multiple images within the message image payload 406        may each be associated with multiple content collections using        identifier values.    -   message tag 420: each message 400 may be tagged with multiple        tags, each of which is indicative of the subject matter of        content included in the message payload. For example, where a        particular image included in the message image payload 406        depicts an animal (e.g., a lion), a tag value may be included        within the message tag 420 that is indicative of the relevant        animal. Tag values may be generated manually, based on user        input, or may be automatically generated using, for example,        image recognition.    -   message sender identifier 422: an identifier (e.g., a messaging        system identifier, email address, or device identifier)        indicative of a user of the Client device 102 on which the        message 400 was generated and from which the message 400 was        sent.    -   message receiver identifier 424: an identifier (e.g., a        messaging system identifier, email address, or device        identifier) indicative of a user of the client device 102 to        which the message 400 is addressed.

The contents (e.g., values) of the various components of message 400 maybe pointers to locations in tables within which content data values arestored. For example, an image value in the message image payload 406 maybe a pointer to (or address of) a location within an image table 316.Similarly, values within the message video payload 408 may point to datastored within a video table 314, values stored within the messageaugmentations 412 may point to data stored in an augmentation table 310,values stored within the message story identifier 418 may point to datastored in a story table 312, and values stored within the message senderidentifier 422 and the message receiver identifier 424 may point to userrecords stored within an entity table 304.

Time-Based Access Limitation Architecture

FIG. 5 is a schematic diagram illustrating an access-limiting process500, in terms of which access to content (e.g., an ephemeral message502, and associated multimedia payload of data) or a content collection(e.g., an ephemeral message group 504) may be time-limited (e.g., madeephemeral). The content of an ephemeral message 502, in some examples,includes an image of a web page that is external content enabled.

An ephemeral message 502 is shown to be associated with a messageduration parameter 506, the value of which determines an amount of timethat the ephemeral message 502 will be displayed to a receiving user ofthe ephemeral message 502 by the messaging client 104. In one example,an ephemeral message 502 is viewable by a receiving user for up to amaximum of 10 seconds, depending on the amount of time that the sendinguser specifies using the message duration parameter 506.

The message duration parameter 506 and the message receiver identifier424 are shown to be inputs to a message timer 512, which is responsiblefor determining the amount of time that the ephemeral message 502 isshown to a particular receiving user identified by the message receiveridentifier 424. In particular, the ephemeral message 502 will only beshown to the relevant receiving user for a time period determined by thevalue of the message duration parameter 506. The message timer 512 isshown to provide output to a more generalized ephemeral timer system202, which is responsible for the overall timing of display of content(e.g., an ephemeral message 502) to a receiving user.

The ephemeral message 502 is shown in FIG. 5 to be included within anephemeral message group 504 (e.g., a collection of messages in apersonal story, or an event story). The ephemeral message group 504 hasan associated group duration parameter 508, a value of which determinesa time duration for which the ephemeral message group 504 is presentedand accessible to users of the messaging system 100. The group durationparameter 508, for example, may be the duration of a music concert,where the ephemeral message group 504 is a collection of contentpertaining to that concert. Alternatively, a user (either the owninguser or a curator user) may specify the value for the group durationparameter 508 when performing the setup and creation of the ephemeralmessage group 504.

Additionally, each ephemeral message 502 within the ephemeral messagegroup 504 has an associated group participation parameter 510, a valueof which determines the duration of time for which the ephemeral message502 will be accessible within the context of the ephemeral message group504. Accordingly, a particular ephemeral message group 504 may “expire”and become inaccessible within the context of the ephemeral messagegroup 504, prior to the ephemeral message group 504 itself expiring interms of the group duration parameter 508. The group duration parameter508, group participation parameter 510, and message receiver identifier424 each provide input to a group timer 514, which operationallydetermines, firstly, whether a particular ephemeral message 502 of theephemeral message group 504 will be displayed to a particular receivinguser and, if so, for how long. Note that the ephemeral message group 504is also aware of the identity of the particular receiving user as aresult of the message receiver identifier 424.

Accordingly, the group timer 514 operationally controls the overalllifespan of an associated ephemeral message group 504, as well as anindividual ephemeral message 502 included in the ephemeral message group504. In one example, each and every ephemeral message 502 within theephemeral message group 504 remains viewable and accessible for a timeperiod specified by the group duration parameter 508. In a furtherexample, a certain ephemeral message 502 may expire, within the contextof ephemeral message group 504, based on a group participation parameter510. Note that a message duration parameter 506 may still determine theduration of time for which a particular ephemeral message 502 isdisplayed to a receiving user, even within the context of the ephemeralmessage group 504. Accordingly, the message duration parameter 506determines the duration of time that a particular ephemeral message 502is displayed to a receiving user, regardless of whether the receivinguser is viewing that ephemeral message 502 inside or outside the contextof an ephemeral message group 504.

The ephemeral timer system 202 may furthermore operationally remove aparticular ephemeral message 502 from the ephemeral message group 504based on a determination that it has exceeded an associated groupparticipation parameter 510. For example, when a sending user hasestablished a group participation parameter 510 of 24 hours fromposting, the ephemeral timer system 202 will remove the relevantephemeral message 502 from the ephemeral message group 504 after thespecified 24 hours. The ephemeral timer system 202 also operates toremove an ephemeral message group 504 when either the groupparticipation parameter 510 for each and every ephemeral message 502within the ephemeral message group 504 has expired, or when theephemeral message group 504 itself has expired in terms of the groupduration parameter 508.

In certain use cases, a creator of a particular ephemeral message group504 may specify an indefinite group duration parameter 508. In thiscase, the expiration of the group participation parameter 510 for thelast remaining ephemeral message 502 within the ephemeral message group504 will determine when the ephemeral message group 504 itself expires.In this case, a new ephemeral message 502, added to the ephemeralmessage group 504, with a new group participation parameter 510,effectively extends the life of an ephemeral message group 504 to equalthe value of the group participation parameter 510.

Responsive to the ephemeral timer system 202 determining that anephemeral message group 504 has expired (e.g., is no longer accessible),the ephemeral timer system 202 communicates with the messaging system100 (and, for example, specifically the messaging client 104) to causean indicium (e.g., an icon) associated with the relevant ephemeralmessage group 504 to no longer be displayed within a user interface ofthe messaging client 104. Similarly, when the ephemeral timer system 202determines that the message duration parameter 506 for a particularephemeral message 502 has expired, the ephemeral timer system 202 causesthe messaging client 104 to no longer display an indicium (e.g., an iconor textual identification) associated with the ephemeral message 502.

Flowchart

FIG. 6 is a flowchart of a method 300 that uses a bidirectional bridgepattern to render external content (e.g., ads or other external data)within a web view in the messaging client 104. The method 600 may beperformed by processing logic that may comprise hardware (e.g.,dedicated logic, programmable logic, microcode, etc.), software, or acombination of both. In one example embodiment, the processing logicresides at the messaging system 100 of FIG. 1 .

Although the described flowcharts can show operations as a sequentialprocess, many of the operations can be performed in parallel orconcurrently. In addition, the order of the operations may bere-arranged. A process is terminated when its operations are completed.A process may correspond to a method, a procedure, an algorithm, etc.The operations of methods may be performed in whole or in part, may beperformed in conjunction with some or all of the operations in othermethods, and may be performed by any number of different systems, suchas the systems described herein, or any portion thereof, such as aprocessor included in any of the systems.

The method 600 commences with operation 610, with loading of a web pagein a web view of a messaging client. The web page being loaded is anexternal content enabled web page. As stated above, an external contentenabled web page is a web page that includes a bidirectional bridgeconfigured to facilitate interaction between the web view and themessaging client.

At operation 620, a request for external content is communicated fromthe bidirectional bridge included in the web page to an external contentcomponent of the messaging client. The external content component isconfigured to retrieve external content, such as, for example,advertisements, from a third party server system or from a server thatis part of the messaging system. The external content component canretrieve the requested external content in response to a request forexternal content or, for example, in response to an event interpreted asa request for external content, such as, e.g., when a user taps on theimage representing the external content. In some examples, the requestfor the external content to the messaging client is issued subsequent todetecting that the web page includes a placeholder for the externalcontent.

At operation 630, the external content component of the messaging clientis used to retrieve the external content. The external content componentretrieves the external content via a network communication, from anexternal content server. In some examples, the requested externalcontext has been previously cached at the client device, the externalcontent component retrieves the requested external context is retrievedfrom the cache.

At operation 640, the web view receives the retrieved external contentfrom the messaging client via the bidirectional bridge. As explainedabove, the web view places an image representing the external contentinto a placeholder for external content in the document object model(DOM) representing the web page, and includes in the DOM an eventhandler for the image representing the external content. The eventhandler can be configured to cause a certain operation to be performedin the messaging client in response to a certain event. For example, anevent handler may be configured to launch a digital distributionfunctionality (delivery of digital content by means of downloading), inthe messaging client, in response to a detecting a tap on the imagerepresenting the external content.

The web view displays on a display of the client device the externalcontent as part of the web page in the web view, at operation 650. Theexternal content displayed as part of the web page is an imagerepresenting the external content. An image representing the externalcontent can be referred to as an external content image. An example ofthe external content is an install option for a further app. Whenactivation of the install option for the further app is detected in theweb view, the messaging client loads, in the web view, an app installpage that provides instructions for installing the further app. Asstated above, the bidirectional bridge is automatically injected intothe web page prior to the loading of the web page in the web view of themessaging client.

FIG. 7 is an example diagram 700 illustrating display of externalcontent in a web view included in a messaging client, which results fromengaging a bidirectional bridge for web view. The diagram 700 shows anexternal content image 710 displayed as part of a third partypublisher's web page 720, which is presented in a web view 730 in amessaging client 740 installed at a client device. The third partypublisher's web page 720 is an external content enabled web page; itincludes a bidirectional bridge configured to facilitate interactionbetween the web view 730 and the messaging client 740.

In one example, the external content image 710 is associated with aninstall option for a further app. When a user taps on or otherwiseengages the external content image 710, the bidirectional bridge causeslaunching, in the messaging client 740, an associated digitaldistribution app that can be used to install the further app at theclient devise.

Machine Architecture

FIG. 8 is a diagrammatic representation of the machine 800 within whichinstructions 808 (e.g., software, a program, an application, an applet,an app, or other executable code) for causing the machine 800 to performany one or more of the methodologies discussed herein may be executed.For example, the instructions 808 may cause the machine 800 to executeany one or more of the methods described herein. The instructions 808transform the general, non-programmed machine 800 into a particularmachine 800 programmed to carry out the described and illustratedfunctions in the manner described. The machine 800 may operate as astandalone device or may be coupled (e.g., networked) to other machines.In a networked deployment, the machine 800 may operate in the capacityof a server machine or a client machine in a server-client networkenvironment, or as a peer machine in a peer-to-peer (or distributed)network environment. The machine 800 may comprise, but not be limitedto, a server computer, a client computer, a personal computer (PC), atablet computer, a laptop computer, a netbook, a set-top box (STB), apersonal digital assistant (PDA), an entertainment media system, acellular telephone, a smartphone, a mobile device, a wearable device(e.g., a smartwatch), a smart home device (e.g., a smart appliance),other smart devices, a web appliance, a network router, a networkswitch, a network bridge, or any machine capable of executing theinstructions 808, sequentially or otherwise, that specify actions to betaken by the machine 800. Further, while only a single machine 800 isillustrated, the term “machine” shall also be taken to include acollection of machines that individually or jointly execute theinstructions 808 to perform any one or more of the methodologiesdiscussed herein. The machine 800, for example, may comprise the clientdevice 102 or any one of a number of server devices forming part of themessaging server system 108. In some examples, the machine 800 may alsocomprise both client and server systems, with certain operations of aparticular method or algorithm being performed on the server-side andwith certain operations of the particular method or algorithm beingperformed on the client-side.

The machine 800 may include processors 802, memory 804, and input/outputI/O components 838, which may be configured to communicate with eachother via a bus 840. In an example, the processors 802 (e.g., a CentralProcessing Unit (CPU), a Reduced Instruction Set Computing (RISC)Processor, a Complex Instruction Set Computing (CISC) Processor, aGraphics Processing Unit (GPU), a Digital Signal Processor (DSP), anApplication Specific Integrated Circuit (ASIC), a Radio-FrequencyIntegrated Circuit (RFIC), another processor, or any suitablecombination thereof) may include, for example, a processor 806 and aprocessor 810 that execute the instructions 808. The term “processor” isintended to include multi-core processors that may comprise two or moreindependent processors (sometimes referred to as “cores”) that mayexecute instructions contemporaneously. Although FIG. 8 shows multipleprocessors 802, the machine 800 may include a single processor with asingle-core, a single processor with multiple cores (e.g., a multi-coreprocessor), multiple processors with a single core, multiple processorswith multiples cores, or any combination thereof.

The memory 804 includes a main memory 812, a static memory 814, and astorage unit 816, both accessible to the processors 802 via the bus 840.The main memory 804, the static memory 814, and storage unit 816 storethe instructions 808 embodying any one or more of the methodologies orfunctions described herein. The instructions 808 may also reside,completely or partially, within the main memory 812, within the staticmemory 814, within machine-readable medium 818 within the storage unit816, within at least one of the processors 802 (e.g., within theProcessor's cache memory), or any suitable combination thereof, duringexecution thereof by the machine 800.

The I/O components 838 may include a wide variety of components toreceive input, provide output, produce output, transmit information,exchange information, capture measurements, and so on. The specific I/Ocomponents 838 that are included in a particular machine will depend onthe type of machine. For example, portable machines such as mobilephones may include a touch input device or other such input mechanisms,while a headless server machine will likely not include such a touchinput device. It will be appreciated that the I/O components 838 mayinclude many other components that are not shown in FIG. 8 . In variousexamples, the I/O components 838 may include user output components 824and user input components 826. The user output components 824 mayinclude visual components (e.g., a display such as a plasma displaypanel (PDP), a light-emitting diode (LED) display, a liquid crystaldisplay (LCD), a projector, or a cathode ray tube (CRT)), acousticcomponents (e.g., speakers), haptic components (e.g., a vibratory motor,resistance mechanisms), other signal generators, and so forth. The userinput components 826 may include alphanumeric input components (e.g., akeyboard, a touch screen configured to receive alphanumeric input, aphoto-optical keyboard, or other alphanumeric input components),point-based input components (e.g., a mouse, a touchpad, a trackball, ajoystick, a motion sensor, or another pointing instrument), tactileinput components (e.g., a physical button, a touch screen that provideslocation and force of touches or touch gestures, or other tactile inputcomponents), audio input components (e.g., a microphone), and the like.

In further examples, the I/O components 838 may include biometriccomponents 828, motion components 830, environmental components 832, orposition components 834, among a wide array of other components. Forexample, the biometric components 828 include components to detectexpressions (e.g., hand expressions, facial expressions, vocalexpressions, body gestures, or eye-tracking), measure biosignals (e.g.,blood pressure, heart rate, body temperature, perspiration, or brainwaves), identify a person (e.g., voice identification, retinalidentification, facial identification, fingerprint identification, orelectroencephalogram-based identification), and the like. The motioncomponents 830 include acceleration sensor components (e.g.,accelerometer), gravitation sensor components, rotation sensorcomponents (e.g., gyroscope).

The environmental components 832 include, for example, one or cameras(with still image/photograph and video capabilities), illuminationsensor components (e.g., photometer), temperature sensor components(e.g., one or more thermometers that detect ambient temperature),humidity sensor components, pressure sensor components (e.g.,barometer), acoustic sensor components (e.g., one or more microphonesthat detect background noise), proximity sensor components (e.g.,infrared sensors that detect nearby objects), gas sensors (e.g., gasdetection sensors to detection concentrations of hazardous gases forsafety or to measure pollutants in the atmosphere), or other componentsthat may provide indications, measurements, or signals corresponding toa surrounding physical environment.

With respect to cameras, the client device 102 may have a camera systemcomprising, for example, front cameras on a front surface of the clientdevice 102 and rear cameras on a rear surface of the client device 102.The front cameras may, for example, be used to capture still images andvideo of a user of the client device 102 (e.g., “selfies”), which maythen be augmented with augmentation data (e.g., filters) describedabove. The rear cameras may, for example, be used to capture stillimages and videos in a more traditional camera mode, with these imagessimilarly being augmented with augmentation data. In addition to frontand rear cameras, the client device 102 may also include a 360° camerafor capturing 360° photographs and videos.

Further, the camera system of a client device 102 may include dual rearcameras (e.g., a primary camera as well as a depth-sensing camera), oreven triple, quad or penta rear camera configurations on the front andrear sides of the client device 102. These multiple cameras systems mayinclude a wide camera, an ultra-wide camera, a telephoto camera, a macrocamera and a depth sensor, for example.

The position components 834 include location sensor components (e.g., aGPS receiver component), altitude sensor components (e.g., altimeters orbarometers that detect air pressure from which altitude may be derived),orientation sensor components (e.g., magnetometers), and the like.

Communication may be implemented using a wide variety of technologies.The I/O components 838 further include communication components 836operable to couple the machine 800 to a network 820 or devices 822 viarespective coupling or connections. For example, the communicationcomponents 836 may include a network interface Component or anothersuitable device to interface with the network 820. In further examples,the communication components 836 may include wired communicationcomponents, wireless communication components, cellular communicationcomponents, Near Field Communication (NFC) components, Bluetooth®components (e.g., Bluetooth® Low Energy), Wi-Fi® components, and othercommunication components to provide communication via other modalities.The devices 822 may be another machine or any of a wide variety ofperipheral devices (e.g., a peripheral device coupled via a USB).

Moreover, the communication components 636 may detect identifiers orinclude components operable to detect identifiers. For example, thecommunication components 636 may include Radio Frequency Identification(RFID) tag reader components, NFC smart tag detection components,optical reader components (e.g., an optical sensor to detectone-dimensional bar codes such as Universal Product Code (UPC) bar code,multi-dimensional bar codes such as Quick Response (QR) code, Azteccode, Data Matrix, Dataglyph, MaxiCode, PDF417, Ultra Code, UCC RSS-2Dbar code, and other optical codes), or acoustic detection components(e.g., microphones to identify tagged audio signals). In addition, avariety of information may be derived via the communication components836, such as location via Internet Protocol (IP) geolocation, locationvia Wi-Fi® signal triangulation, location via detecting an NFC beaconsignal that may indicate a particular location, and so forth.

The various memories (e.g., main memory 812, static memory 814, andmemory of the processors 802) and storage unit 816 may store one or moresets of instructions and data structures (e.g., software) embodying orused by any one or more of the methodologies or functions describedherein. These instructions (e.g., the instructions 808), when executedby processors 802, cause various operations to implement the disclosedexamples.

The instructions 808 may be transmitted or received over the network820, using a transmission medium, via a network interface device (e.g.,a network interface component included in the communication components836) and using any one of several well-known transfer protocols (e.g.,hypertext transfer protocol (HTTP)). Similarly, the instructions 808 maybe transmitted or received using a transmission medium via a coupling(e.g., a peer-to-peer coupling) to the devices 822.

Glossary

“Carrier signal” refers to any intangible medium that is capable ofstoring, encoding, or carrying instructions for execution by themachine, and includes digital or analog communications signals or otherintangible media to facilitate communication of such instructions.Instructions may be transmitted or received over a network using atransmission medium via a network interface device.

“Client device” refers to any machine that interfaces to acommunications network to obtain resources from one or more serversystems or other client devices. A client device may be, but is notlimited to, a mobile phone, desktop computer, laptop, portable digitalassistants (PDAs), smartphones, tablets, ultrabooks, netbooks, laptops,multi-processor systems, microprocessor-based or programmable consumerelectronics, game consoles, set-top boxes, or any other communicationdevice that a user may use to access a network.

“Communication network” refers to one or more portions of a network thatmay be an ad hoc network, an intranet, an extranet, a virtual privatenetwork (VPN), a local area network (LAN), a wireless LAN (WLAN), a widearea network (WAN), a wireless WAN (WWAN), a metropolitan area network(MAN), the Internet, a portion of the Internet, a portion of the PublicSwitched Telephone Network (PSTN), a plain old telephone service (POTS)network, a cellular telephone network, a wireless network, a Wi-Fi®network, another type of network, or a combination of two or more suchnetworks. For example, a network or a portion of a network may include awireless or cellular network and the coupling may be a Code DivisionMultiple Access (CDMA) connection, a Global System for Mobilecommunications (GSM) connection, or other types of cellular or wirelesscoupling. In this example, the coupling may implement any of a varietyof types of data transfer technology, such as Single Carrier RadioTransmission Technology (1×RTT), Evolution-Data Optimized (EVDO)technology, General Packet Radio Service (GPRS) technology, EnhancedData rates for GSM Evolution (EDGE) technology, third GenerationPartnership Project (3GPP) including 3G, fourth generation wireless (4G)networks, Universal Mobile Telecommunications System (UMTS), High SpeedPacket Access (HSPA), Worldwide Interoperability for Microwave Access(WiMAX), Long Term Evolution (LTE) standard, others defined by variousstandard-setting organizations, other long-range protocols, or otherdata transfer technology.

“Component” refers to a device, physical entity, or logic havingboundaries defined by function or subroutine calls, branch points, APIs,or other technologies that provide for the partitioning ormodularization of particular processing or control functions. Componentsmay be combined via their interfaces with other components to carry outa machine process. A component may be a packaged functional hardwareunit designed for use with other components and a part of a program thatusually performs a particular function of related functions. Componentsmay constitute either software components (e.g., code embodied on amachine-readable medium) or hardware components. A “hardware component”is a tangible unit capable of performing certain operations and may beconfigured or arranged in a certain physical manner. In various exampleembodiments, one or more computer systems (e.g., a standalone computersystem, a client computer system, or a server computer system) or one ormore hardware components of a computer system (e.g., a processor or agroup of processors) may be configured by software (e.g., an applicationor application portion) as a hardware component that operates to performcertain operations as described herein. A hardware component may also beimplemented mechanically, electronically, or any suitable combinationthereof. For example, a hardware component may include dedicatedcircuitry or logic that is permanently configured to perform certainoperations. A hardware component may be a special-purpose processor,such as a field-programmable gate array (FPGA) or an applicationspecific integrated circuit (ASIC). A hardware component may alsoinclude programmable logic or circuitry that is temporarily configuredby software to perform certain operations. For example, a hardwarecomponent may include software executed by a general-purpose processoror other programmable processor. Once configured by such software,hardware components become specific machines (or specific components ofa machine) uniquely tailored to perform the configured functions and areno longer general-purpose processors. It will be appreciated that thedecision to implement a hardware component mechanically, in dedicatedand permanently configured circuitry, or in temporarily configuredcircuitry (e.g., configured by software), may be driven by cost and timeconsiderations. Accordingly, the phrase “hardware component”(or“hardware-implemented component”) should be understood to encompass atangible entity, be that an entity that is physically constructed,permanently configured (e.g., hardwired), or temporarily configured(e.g., programmed) to operate in a certain manner or to perform certainoperations described herein. Considering embodiments in which hardwarecomponents are temporarily configured (e.g., programmed), each of thehardware components need not be configured or instantiated at any oneinstance in time. For example, where a hardware component comprises ageneral-purpose processor configured by software to become aspecial-purpose processor, the general-purpose processor may beconfigured as respectively different special-purpose processors (e.g.,comprising different hardware components) at different times. Softwareaccordingly configures a particular processor or processors, forexample, to constitute a particular hardware component at one instanceof time and to constitute a different hardware component at a differentinstance of time. Hardware components can provide information to, andreceive information from, other hardware components. Accordingly, thedescribed hardware components may be regarded as being communicativelycoupled. Where multiple hardware components exist contemporaneously,communications may be achieved through signal transmission (e.g., overappropriate circuits and buses) between or among two or more of thehardware components. In embodiments in which multiple hardwarecomponents are configured or instantiated at different times,communications between such hardware components may be achieved, forexample, through the storage and retrieval of information in memorystructures to which the multiple hardware components have access. Forexample, one hardware component may perform an operation and store theoutput of that operation in a memory device to which it iscommunicatively coupled. A further hardware component may then, at alater time, access the memory device to retrieve and process the storedoutput. Hardware components may also initiate communications with inputor output devices, and can operate on a resource (e.g., a collection ofinformation). The various operations of example methods described hereinmay be performed, at least partially, by one or more processors that aretemporarily configured (e.g., by software) or permanently configured toperform the relevant operations. Whether temporarily or permanentlyconfigured, such processors may constitute processor-implementedcomponents that operate to perform one or more operations or functionsdescribed herein. As used herein, “processor-implemented component”refers to a hardware component implemented using one or more processors.Similarly, the methods described herein may be at least partiallyprocessor-implemented, with a particular processor or processors beingan example of hardware. For example, at least some of the operations ofa method may be performed by one or more processors 802 orprocessor-implemented components. Moreover, the one or more processorsmay also operate to support performance of the relevant operations in a“cloud computing” environment or as a “software as a service” (SaaS).For example, at least some of the operations may be performed by a groupof computers (as examples of machines including processors), with theseoperations being accessible via a network (e.g., the Internet) and viaone or more appropriate interfaces (e.g., an API). The performance ofcertain of the operations may be distributed among the processors, notonly residing within a single machine, but deployed across a number ofmachines. In some example embodiments, the processors orprocessor-implemented components may be located in a single geographiclocation (e.g., within a home environment, an office environment, or aserver farm). In other example embodiments, the processors orprocessor-implemented components may be distributed across a number ofgeographic locations.

“Computer-readable storage medium” refers to both machine-storage mediaand transmission media. Thus, the terms include both storagedevices/media and carrier waves/modulated data signals. The terms“machine-readable medium,” “computer-readable medium” and“device-readable medium” mean the same thing and may be usedinterchangeably in this disclosure.

“Machine storage medium” refers to a single or multiple storage devicesand media (e.g., a centralized or distributed database, and associatedcaches and servers) that store executable instructions, routines anddata. The term shall accordingly be taken to include, but not be limitedto, solid-state memories, and optical and magnetic media, includingmemory internal or external to processors. Specific examples ofmachine-storage media, computer-storage media and device-storage mediainclude non-volatile memory, including by way of example semiconductormemory devices, e.g., erasable programmable read-only memory (EPROM),electrically erasable programmable read-only memory (EEPROM), FPGA, andflash memory devices; magnetic disks such as internal hard disks andremovable disks; magneto-optical disks; and CD-ROM and DVD-ROM disks Theterms “machine-storage medium,” “device-storage medium,”“computer-storage medium” mean the same thing and may be usedinterchangeably in this disclosure. The terms “machine-storage media,”“computer-storage media,” and “device-storage media” specificallyexclude carrier waves, modulated data signals, and other such media, atleast some of which are covered under the term “signal medium.”

“Non-transitory computer-readable storage medium” refers to a tangiblemedium that is capable of storing, encoding, or carrying theinstructions for execution by a machine.

“Signal medium” refers to any intangible medium that is capable ofstoring, encoding, or carrying the instructions for execution by amachine and includes digital or analog communications signals or otherintangible media to facilitate communication of software or data. Theterm “signal medium” shall be taken to include any form of a modulateddata signal, carrier wave, and so forth. The term “modulated datasignal” means a signal that has one or more of its characteristics setor changed in such a matter as to encode information in the signal. Theterms “transmission medium” and “signal medium” mean the same thing andmay be used interchangeably in this disclosure.

What is claimed is:
 1. A computer-implemented method comprising:commencing, by a client application installed at a client device,loading of a web page in a web view of the client application, the webpage including a bidirectional bridge configured to facilitatecommunication between the web view and an external content component ofthe client application; in response to processing the web page forpresentation via the web view, generating, by the bidirectional bridge,a request for a web-based advertisement; receiving, from thebidirectional bridge, the request for the web-based advertisement at theexternal content component of the client application; retrieving, by theexternal content component, the web-based advertisement from an externalcontent server; receiving, by the web view, the web-based advertisementfrom the external content component of the client application; andcausing the web-based advertisement to be presented as part of the webpage in a user interface of the client application, on a display of theclient device.
 2. The computer-implemented method of claim 1, whereinthe generating of the request for the web-based advertisement occurs inresponse to the web view detecting in the web page a placeholder for theweb-based advertisement.
 3. The computer-implemented method of claim 1,wherein the bidirectional bridge is specified as a script in a sourcedocument of the web page.
 4. The computer-implemented method of claim 1,wherein the web-based advertisement provides a link via which anapplication install operation can be invoked.
 5. Thecomputer-implemented method of claim 4, further comprising: responsiveto detecting selection of the link, loading in the web view anapplication install page providing a link for installing an applicationto the client device.
 6. The computer-implemented method of claim 1,wherein the retrieving of the web-based advertisement from the externalcontent server is via a network communication.
 7. Thecomputer-implemented method of claim 1, wherein the web-basedadvertisement has been previously cached at the client device.
 8. Thecomputer-implemented method of claim 1, comprising monitoring, by thebidirectional bridge, events indicative of activation of the web-basedadvertisement by a user of the client application.
 9. Thecomputer-implemented method of claim 1, comprising automaticallyinjecting the bidirectional bridge into the web page prior to theloading of the web page in the web view of the client application, thebidirectional bridge configured to facilitate interaction between theweb view and the client application.
 10. The computer-implemented methodof claim 1, wherein the causing of the display of the web-basedadvertisement as part of the web page comprises associating an imagerepresenting the web-based advertisement with an event handler.
 11. Asystem comprising: one or more processors; and a non-transitory computerreadable storage medium comprising instructions that when executed bythe one or more processors cause the one or more processors to performoperations comprising: commencing, by a client application installed ata client device, loading of a web page in a web view of the clientapplication, the web page including a bidirectional bridge configured tofacilitate communication between the web view and an external contentcomponent of the client application; in response to processing the webpage for presentation via the web view, generating, by the bidirectionalbridge, a request for a web-based advertisement; receiving, from thebidirectional bridge, the request for the web-based advertisement at theexternal content component of the client application; retrieving, by theexternal content component, the web-based advertisement from an externalcontent server; receiving, by the web view, the web-based advertisementfrom the external content component of the client application; andcausing the web-based advertisement to be presented as part of the webpage in a user interface of the client application, on a display of theclient device.
 12. The system of claim 11, wherein the generating of therequest for the web-based advertisement occurs in response to the webview detecting in the web page a placeholder for the web-basedadvertisement.
 13. The system of claim 11, wherein the bidirectionalbridge is specified as a script in a source document of the web page.14. The system of claim 11, wherein the web-based advertisement providesa link via which an application install operation can be invoked. 15.The system of claim 14, wherein the operations further comprise:responsive to detecting selection of the link, loading in the web viewan application install page providing a link for installing anapplication to the client device.
 16. The system of claim 11, whereinthe retrieving of the web-based advertisement from the external contentserver is via a network communication.
 17. The system of claim 11,wherein the web-based advertisement has been previously cached at theclient device.
 18. The system of claim 11, wherein the operationsfurther comprise: monitoring, by the bidirectional bridge, eventsindicative of activation of the web-based advertisement by a user of theclient application.
 19. The system of claim 11, wherein the operationsfurther comprise: automatically injecting the bidirectional bridge intothe web page prior to the loading of the web page in the web view of theclient application, the bidirectional bridge configured to facilitateinteraction between the web view and the client application.
 20. Amachine-readable non-transitory storage medium having instruction dataexecutable by a machine to cause the machine to perform operationscomprising: commencing, by a client application installed at a clientdevice, loading of a web page in a web view of the client application,the web page including a bidirectional bridge configured to facilitatecommunication between the web view and an external content component ofthe client application; in response to processing the web page forpresentation via the web view, generating, by the bidirectional bridge,a request for a web-based advertisement; receiving, from thebidirectional bridge, the request for the web-based advertisement at theexternal content component of the client application; retrieving, by theexternal content component, the web-based advertisement from an externalcontent server; receiving, by the web view, the web-based advertisementfrom the external content component of the client application; andcausing the web-based advertisement to be presented as part of the webpage in a user interface of the client application, on a display of theclient device.